Trafford Palazzo

Creating a seasonal social-buzz at the North's prestigious shopping and leisure destination

We were briefed to create noise across Instagram for Trafford Palazzo and three seasonal events: Summer Fest, Christmas at TP Street and Feel Good Fest. For all three events, we activated an Instagram influencer campaign, securing and coordinating gifted partnerships with parenting and lifestyle micro-influencers.

In order to attract local visitors to the events, it was important we sourced influencers known for posting about days out with their family in and around Manchester, so as to tap into their engaged audiences and increase footfall. Following initial influencer outreach, we then coordinated each influencer’s visit to Trafford Palazzo, which included gifted food, drinks and family entertainment packages as a way of enhancing their visit and ensuring they posted engaging and aspirational content.

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In total, we secured 24 influencers with a combined reach of over 500,000, to help amplify the three flagship events through Instagram Stories, Reels and feed posts.

Through our influencer management for each event, we were able to nurture these relationships and ensure our influencer partners went above and beyond in terms of delivering more social content than would be expected for gifted partnerships.

This has helped to build an engaged community of parenting influencers who are enthusiastic and passionate about supporting future Trafford Palazzo events.

To supplement the influencer strategy, we ran several paid social campaigns focusing on brand awareness and utilising influencer content, as well as content captured by the social media team during our visits to each event. Through our successful paid social activity, we generated over 3.7 million impressions and over 172k post engagements.